A/B tests

I'm a big fan of doing split testing, which means not changing things based on your gut instinct alone, but trying it out to only a portion of customers and gathering real data to see which choice is better. It's science! I wrote a report on trying this out on varying our box design in Results from Candy Japan box design A/B test.

Halving your cancel rate doubles the number of customers your business has. Even if you run a subscription business forever, you will not have infinite customers. Instead you reach a steady-state number.